SEALECT Teams Up With Butterbear for Limited Edition Products and Emsphere Event

SEALECT, the popular canned tuna brand managed by Thai Union Group Public Company Limited, has officially announced a significant partnership with Thailand's hit character, Butterbear. This collaboration comes with the launch of a new campaign titled "Fit for All, Cute for All," which aims to encourage consumers of all ages and genders to take care of their health by consuming high-quality protein from the sea. This national project not only revamps the products but also introduces numerous limited edition products to the market, along with preparing a special activity for fan clubs nationwide to meet the famous character at the end of the year at Emsphere shopping centre.

This collaboration with the famous character is considered part of a key strategy to expand the SEALECT brand's customer base to be more comprehensive. The company has set a target to increase sales and consumer reach by 13 percent by 2026, while allocating a total marketing budget of over 10 million baht. The campaign is designed to combine the strengths of tuna products, which are rich in omega-3 fatty acids, vitamin B12, and DHA, with the cuteness of the Butterbear character. This approach will help turn nutrition into a fun topic and effectively reach the younger generation as well as health-conscious individuals.

Special edition products and distribution through leading department stores

Consumers nationwide will find a special collection of products designed specifically for this campaign. One of the highlight products is canned tuna steak packed with 28 to 30 grams of protein, as well as a new product like yuzu-flavoured tuna spread with crackers, which will be exclusively available at 7-Eleven stores for 42 baht. For die-hard fans, there is also a limited edition Big Pack set, with a limited production of only 30,000 sets, available at Makro and Lotus's for 599 baht. Furthermore, when consumers purchase products totalling 999 baht, they can redeem an Italian Silk Scarf fashion scarf, which is designed with 3 patterns to collect.

Fan club meet-and-greet event and exclusive privileges to join

In addition to the distribution of special edition products, this campaign also prepares a Meet & Cute activity with Nong Noey to provide an opportunity for fan clubs to join the fun and meet Butterbear up close. This major event is scheduled to take place on 9 November 2026 at the Sphere Gallery within the Emsphere shopping centre. Those interested can win the chance to join the event by accumulating product purchases or participating in product review writing activities. All these fun activities are open for participation from today until 31 October 2026.

This press release is of interest to event organisers, marketers, and personnel in the food business circle, as it is a clear case study of using a character to create added value for a consumer product brand. Furthermore, it is useful for the general public and fan clubs who are looking for limited edition products, as well as those who wish to attend artist meet-and-greet events later this year.